Foresight and Macro-Trends
Jessica SouthardSenior Manager, Consumer and Market Insights at Mars
Stephen KrausExecutive Director at University of Georgia | MRII
Stephen helps companies grow their reputation and revenue with a deep science-based understanding of what makes people tick. He works at the intersection of thought leadership, consumer insights, socio-demographic trends, and marketing strategy. Stephen’s research experience spans qual and quant, custom and syndicated, B2B and B2C. Additional areas of expertise include digital trends, audience measurement, affluence/luxury, generational marketing, and data-driven decision-making. He teaches at the University of San Francisco School of Management and holds a Ph.D. in social psychology from Harvard University.
What's it about?
“The real art of discovery consists not in finding new lands, but in seeing with new eyes.”
Join Jessica Southard, Senior Insights Leader at MARS Incorporated, in this complimentary educational webinar about emerging approaches to better predict future consumer behavior.
What's in it for me?
Jessica has spent her career synthesizing diverse sources of data into actionable insights. In this webinar, she’ll discuss moving from insights to foresight – an emerging field that combines market research with futurism. She’ll cover how to:
Blend insights from traditional market research with the study of shifting demographics, emerging lifestyle trends, and the social sciences (e.g., psychology, sociology, economics).
Use “futures thinking” to bridge the gap between tactical plans and long-range strategic thinking
Evolve from thinking about individual “trends” in isolation to a broader perspective recognizing that many trends are connected and quickly intersecting.
Identify when small trends are likely to hit a tipping point and turn into transformative macro-trends
She’ll also address some of macro-trends poised to radically reshape consumer behavior, including wealth inequality, pandemic aftershocks, the growing importance of mental well-being, resource scarcity, the global aging population, and disruptive technologies.
Who is this for?
All those interested in understanding long-term strategic planning with foresight
This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a nonprofit association of industry practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.
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University of Georgia | MRII offer highly acclaimed online certificate courses covering the Market Research process from beginning to end. The courses are based on the Market Research Core Body of Knowledge (MRCBOK™) – a compilation of the underlying principles and essential skills which comprise the Market Research process. These online, start-anytime courses are endorsed by ESOMAR, corporations, and thousands of practitioners worldwide.
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CRIC’s mandate is to:
represent the highest standards, ethics and best practices in research, analytics and insights;
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